Report: 70% of Consumers Trust Brand Recommendations From Friends
Seventy percent of consumers trust brand recommendations from friends, but only 10% trust advertising, according to a new report from Forrester Research. This is extremely important information for funeral homes to digest as funeral directors say 80% of new business is from client family referrals.
The study, based on responses from 58,000 respondents, also found that 46% of consumers trust consumer reviews and 9% trust text messages from brands. The findings come after at least one Facebook partner has affirmed that the social network’s Sponsored Stories — which are based on friend recommendations on behalf of a brand — are more effective than standard banner ads.
Forrester’s report advocates branded content, which analyst Tracy Stokes writes “has the ability to create brand differentiating by bridging the gap between TV’s emotive power and digital media’s efficient reach.” Stokes views branded content as a “pull” model vs. advertising’s traditional “push” approach. Forrester defines branded content as:
Content that is developed or curated by a brand to provide added consumer value such as entertainment or education. It is designed to build brand consideration or affinity, not sell a product or service. It is not a paid ad, sponsorship or product placement.
Marketers appear to have gotten the message. The report states that 79% of brands say their organizations are shifting into branded content. The problem, however, is that branded content is far from tried-and-true as a strategy. Writes Stokes: “For every Oreo or Old Spice there are hundreds of unseen messages and videos.”
[Article via: Mashable.com]
DISRUPT Media is a full-service creative agency built for the now. We partner with death care companies to drive deep-rooted brand loyalty and measurable leads through social media.
More Fans. More Conversations. More Leads.
Ryan is also the founder of ConnectingDirectors.com. ConnectingDirectors.com is the leading online daily publication for funeral professionals with a reader base of over 45,000 of the most elite and forward-thinking professionals in the profession. With ConnectingDirectors.com Ryan has created a global community through an online platform allowing funeral professionals to Stay Current. Stay Informed and Stay Elite.
Latest posts by Ryan Thogmartin (see all)
- MAJOR Facebook News Feed Changes and What They Mean For Your Deathcare Business - January 15, 2018
- Does Your State Have a New Minimum Wage Law? - January 10, 2018
- Download: 9 Holiday Animation Videos for Facebook - December 4, 2017
You may be interested
Here’s What We Can Learn From Fans Scattering Ashes at the Super BowlJustin Crowe - February 18, 2018
During last week's celebration festivities for the Philadelphia Eagles' Super Bowl win, we noticed a trend emerging on social media.…
Cremation Innovations Summit to be Held in Las VegasCDFuneralNews - February 18, 2018
WALL, N.J. – Today, more people are getting cremated than buried, and “traditional” doesn’t mean anything when it comes to…
FrontRunner Professional Chosen as a Preferred Partner by Selected Independent Funeral HomesCDFuneralNews - February 18, 2018
FrontRunner Professional announced today that they have been chosen as a Preferred Partner for technology and marketing solutions by Selected…